AI in the hands of a branding guy

Now, AI can give anyone access to branding and marketing tools.

There's a lot of use cases for many of these AI models.

But the difference, I think, in outcomes relies on who is using them to effectively create some kind of brand success or for your brand success.

So imagine walking into a shopping center with thousands of clothing stores to choose from.

Now you can walk through every store, grab the shirts, the pants, the jackets and shoes that you like.

You try them on and eventually walk out with an entirely new wardrobe.

or you could walk through those same stores with someone like a professional stylist you know the clothes haven't changed the shops haven't changed you both have access to exactly the same things the difference is that the stylist understands what works together what fits you what suits the way that you want to present yourself what you already own what you actually wear and perhaps most importantly what you should probably leave hanging on the rack That's a roundabout way that I've been thinking about how I think businesses should approach AI when it comes to branding and marketing.

The stakes are a little bit higher than an average wardrobe.

I get that.

But when we put it into a business context, it can be extremely impactful if we get it wrong and if we get it right.

So AI has given us and everybody access to an extraordinary collection of tools.

You can create an image, write an article, make a video, develop a presentation, brainstorm a name, create an advertisement, or produce something resembling a logo within minutes, even seconds.

But access to a tool and expertise and what you're trying to achieve with it, I think are two very different things.

We've already been through this with Canva, with Photoshop and countless other tools.

Giving someone Photoshop doesn't make them a graphic designer any more than giving me a set of hair clippers and that making me a barber.

I can technically remove your hair, whether you want me to and be anywhere near you with a set of clippers is another question, but AI hasn't really changed that principle.

It's just made the tools considerably easier to use in their respective avenues.

Now, AI can make you feel surprisingly good at things.

And this is something I'm quite mindful of, even myself, you know, using AI at certain times for certain things.

And there's an interesting psychological effect that can happen when we make something ourselves with some of these kinds of tools in a certain manner.

And it's been dubbed the IKEA effect.

And there's some research into it that found that people can place greater value on things that they've helped create.

And even when their creations aren't necessarily as good as they think they are.

But they conducted experiments involving IKEA products, origami, and Lego.

where many of the participants valued their own amateur creations similarly to expert-made versions simply because they'd invested effort in making them.